By Shad Super in Questions —

How Can You Differentiate Between Normal Exit Rates and Problematic Exit Rates on Specific Pages Using Google Analytics?

Summary

To differentiate between normal and problematic exit rates using Google Analytics, analyze individual page performance, compare exit rates against site averages, consider page intent, and use data segmentation and funnel analysis.

Understanding Exit Rates

Exit rates in Google Analytics reflect the percentage of users who leave your site after viewing a specific page. Unlike bounce rates, which measure users who leave immediately after entering, exit rates apply to any page in the session.

Comparing Exit Rates

Site-Wide Average

The first step is to establish a baseline by calculating the average exit rate across your entire site. This gives a point of reference to identify pages with significantly higher or lower exit rates.

Page-Specific Analysis

Assess individual exit rates in the context of the page's purpose:

  • Content Pages: High exit rates might be acceptable if users have consumed the content.
  • Conversion Pages: High exit rates are problematic if they occur before a conversion action.

Considering Page Intent

Exit rates should be interpreted based on the page's role in the user's journey:

  • Informational Pages: Higher exit rates might be expected.
  • Transactional Pages: Low exit rates are crucial as higher ones can indicate drop-offs.

Using Segmentation

Segment data to understand exit rates better:

  • Traffic Sources: Compare exit rates from organic, direct, referral, and social traffic.
  • User Demographics: Break down exit rates by age, gender, location, and device.

Funnel Analysis

Perform funnel analysis to identify points of dropout. For example, evaluate the checkout process to see where users are leaving:

  • Product Page
  • Cart Page
  • Checkout Page

Improving High Exit Rate Pages

For pages with identified issues, consider the following interventions:

  • Content Freshness: Ensure content is up-to-date and relevant.
  • User Experience: Improve navigation and interaction elements.
  • Call to Actions: Clear, compelling calls to action may reduce exits.

References